SEO Category AnalysisJon Morris, CEO of Rise Interactive

AT&T Stock Market Challenge

April 7, 1992

9 Internet Marketing Channels

The IIM Challenge

Same Budget

Same Company

One Winner

The IIM SEO Challenge

‐ Poll Question 1: Do you think you

would win the IIM SEO challenge?

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‐ 2002: Schnitzelmitkartoffelsalat

‐ 2004: Seraphim Proudleduck

‐ 2005: Hommingberger Gepardenforelle

‐ 2006: Redscowl Bluesingsky

SEO Contests

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SEO Blocking and Tackling

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‐ Prioritization

‐ Content Development

‐ Analytics

Competitive Edge

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1. Category Analysis

2. Category Coverage

3. Content Analysis

4. Probability of Success

5. Relevance

6. Estimate ROI by Category

Create SEO Roadmap

Prioritization

Category Analysis: Identification

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Category Analysis: Rank

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Category 1 Rank

Category Term 1 11

Category Term 2 43

Category Term 3 35

Category Term 4 10

Category Term 5 38

Category Term 6 82

Category 2 Rank

Category Term 1 5

Category Term 2 3

Category Term 3 7

Category Term 4 14

Category Term 5 1

Category Term 6 17

Color Code

Ranking Well 1‐10

Room for Improvement 11‐30

Needs Improvement 31‐100

Not Ranking NR

Category Coverage

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Your Site

Category Analysis: Traffic

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Category Traffic

Category 1

Category 2

Category 3

Category 4

Category 5

Category 6

Color CodeLots of Traffic

Some Traffic

None to Little Traffic

Category Analysis: Traffic

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Category 1 Keywords

Category 2 Keywords

Content Analysis

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Category Content Analysis

Category 1

Category 2

Category 3

Category 4

Category 5

Category 6

Color Code

Lots of Content

Some Content

None to Little Content

Probability of Success

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Category 1

Companies # of Links Link Quality

Your Company 12,024 6

Competitor 1 1,312,078 8

Competitor 2 978,045 7

Competitor 3 50,457 9

Competitor 4 16,523 7

Competitor 5 186,687 9

Probability of Success

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Category 2

Companies # of Links Link Quality

Your Company 12,024 6

Competitor 1 1,312 4

Competitor 2 9,045 3

Competitor 3 50 5

Competitor 4 6,523 5

Competitor 5 186 3

Relevance

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Category Relevance

Category 1

Category 2

Category 3

Category 4

Category 5

Category 6

Color Code

Very Relevant

Somewhat Relevant

Not Relevant

Estimated ROI

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Category CTR Conv. Rate AOV Margin

Category 1 1% 5% $120 20%

Category 2 3% 4% $100 20%

Category 3 8% 10% $180 50%

Category 4 0.5% 0.5% $60 10%

Category 5 5% 15% $160 50%

‐ Paid Search Analytics

‐ Web Analytics

Estimated ROI

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Category 1 Estimated ROI

Keyword Position Imp CTR Clicks Conv. Rate Conv AOV Margin

Keyword 1 2 1,200,342 1% 12,003 5% 600 $120 20%

Keyword 2 1 872,232 3% 26,227 4% 1,049 $100 20%

Keyword 3 1 1,763,298 8% 141,064 10% 14,106 $180 50%

Keyword 4 4 432,987 0.50% 2,165 0.50% 11 $60 10%

Keyword 5 1 12,783 5% 639 15% 96 $160 50%

Total 1.6 4,283,642 4% 182,098 9% 15,862 $172 48%

SEO Road Map

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Category Coverage Traffic Content Probability of

Success

Relevance Estimated ROI

Category 1

Category 2

Category 3

Category 4

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‐ Web Site

‐ Aggregated Content

‐ User Generated Content

‐ Newly Developed Content

Content Development

Optimizing your SEO Program

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‐ Poll Question 2: How well do

you use web analytics to

optimize your search engine

optimization program?

IIM in Its Infancy

1792 2011

‐ Top 5 Positions In Search Engines

‐ Account For 43% Of Clicks

Source: Slingshot SEO via http://www.seomoz.org/blog/mission‐imposserpble‐establishing‐clickthrough‐rates: June 2011

Web Analytics

Web Analytics

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Page 2 through 5

Keyword Traffic Rank

Keyword 1 100,045 11

Keyword 2 78,045 17

Keyword 3 50,457 22

Keyword 4 16,523 27

Keyword 5 5,435 32

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‐ Prioritize

‐ Content Development

‐ Web Analytics

Summary

Jon MorrisEmail: Jon.Morris@RiseInteractive.com

Phone: 312‐646‐1251